Hyundai Motor Company, one of the world’s fastest-growing major automakers, today began sales of the limited edition Genesis Prada in Korea amid industry-wide attention surrounding the collaboration between a leading carmaker and Prada, one of the world’s leading brands in the luxury goods industry.

The Genesis Prada, based on the 2012 Genesis sedan and featuring Hyundai’s award-winning Tau 5.0 GDi engine, was unveiled today at a media event in downtown Seoul. Over 100 VIPs, company executives and media members attended the event, which was held at an art gallery in downtown Seoul.

Genesis Prada is characterized by a special design that combines Prada’s sophisticated innovation, attention to detail and uncompromised quality approach with Hyundai’s advanced technology and expertise in car manufacturing. Hyundai and Prada worked together for over two years to perfect the model, after unveiling a special edition at the 2009 Seoul Motor Show. This is the first time a production model is being introduced to the market.

The joint project of Genesis Prada is the result of both companies’ approach to create a highly unique version of the Genesis model, addressed to the most sophisticated clientele. In particular, the project reflects Hyundai’s new marketing direction, "New Thinking. New Possibilities.", which aims to provide customers with new experiences and values beyond their expectations. This matches the brand image of Prada, which also balances tradition and innovation.